Organizations need to change from a customer satisfaction focus to a customer value focus. The Five Cs of Driving Market Share serves as the template for this transaction. 5 Cs of Driving Market Share is not a project-by-project approach for reducing the costs of marketing activities, but rather an approach that seeks to enhance marketing’s effectiveness and efficiency. For organizations that have deployed other quality initiatives, the 5 Cs approach provides a user friendly bridge for moving the quality focus from the manufacturing floor to the marketplace. Those seeking to become best in market must shift their focus from a product orientation to a market orientation, from an internal efficiency focus to an external focus. Best in market companies will be those that can make this transformation and make it soon.

Customer Identification Program Content: The first step in the 5 Cs of Driving Market Share is identifying specific products/markets that offer the organization its best options for growth. You will learn how to evaluate products and markets using metrics such as current market share, market growth rate and competitive intensity to assess the best targets for the organization. When completed, you will eschew the notion that a company can be everything to everybody, and instead focuses on key market opportunities. This occurs in the Define/Identification stage and differs from the more project-oriented approach that traditional Six Sigma uses.

Customer Value Program Content: In the Value (Measure) stage of Driving Market Share, you will create a value model for each of your targeted product or markets. This value model is the voice of the market (VOM) that drives all operational and strategic initiatives undertaken by the organization. The VOM replaces agendas, hunches and strategic guessing as the guiding factor in growing market share. Value has been shown to be the best leading indicator of market share and top-line revenue growth. Learn how to use superior value creation and delivery to propel growth within the targeted product or markets.

Customer Acquisition Program Content: In the Acquisition (Analyze) stage you will use primarily the Competitive Value Matrix to guide you through the delivery of value delivery. An organization’s value is relative to that of its competitors. This is part of the buyers’ comparative calculus in assessing where to buy. The buyer is asking a simple question: “Is this brand worth it?” By understanding your organization’s competitive value proposition, leaders can make better decisions regarding market share growth.

Customer Retention Program Content: The Retention (Improve) stage could also be called the Enhancement stage. For value leaders, the focus should be on enhancing value to sustain their leadership position. Extending the gap between the value an organization provides and the value provided by the nearest competitor can lead to best in market status. Value followers will want to improve those elements of the value creation and delivery system that will close the gap. This is when organizations need to enhance or improve their competitive value proposition in accordance to the directives of the market place.

Customer Monitoring Program Content: The Monitoring (Control) stage is where you learn how to put monitoring systems into place to ensure that their competitive value proposition accomplishes what is intended. This control effort focuses not only on the more strategic value proposition, but also can be set up to monitor specific transactions such as sales, repairs, inquires and other customer experiences. This monitoring process acts as a trip wire, providing information where there are potential people, product of process issues that require intervention.

For 72 Hours, March 4th to 7th you can receive a special offer, a $200 savings. on the digital download of this program. Simply by clicking this link.

Related Information:
Marketing with Lean
Driving Market Share

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1. 5 Cs of Driving Market Share Program Download – $299.00
2. 6 Part Webinar Series -  if you cannot make the times you will have access to recordings. – $449.00
3. Best in Market eBook – $14.95
4. Dominating Markets with Value eBook – $14.95
5. December’s Value Stream Marketing 28 Day Program Webinar Series – if you cannot make the times you will have access to recordings. – $299.00

The purchase to include all of the above must be made through this link. Business901 Special offer: 5 Cs of Driving Market Share Webinar Series 5 Cs of Driving Market Share is a response to this ineffectiveness and inefficiencies of current marketing practices. It has been deployed in a number of Fortune 100 and Fortune 500 companies and has produced positive market share growth. 5 Cs of Driving Market Share is a comprehensive program. It is not a project-by-project approach for reducing the costs of marketing activities, but rather an approach that seeks to enhance marketing’s effectiveness and efficiency. The program is available on the Driving Market Share Website for $299.00 as a download.

Download Webinar Series Outline PDF

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Working the past several months with Dr. Eric Reidenbach of Six Sigma Marketing Institute to develop the program the 5Csof Driving Market Share has provided a much clearer path or the bridge between the two methodologies. In the program, we challenge the way both the Six Sigma community and the marketing area think about business and the way they currently do business. It does so by providing a detailed and structured approach one that is entirely data driven to unleash the power of Six Sigma on the crucial need of Customer Value for revenue growth. An outline of that bridge between Marketing and Six Sigma is provided in the table below.

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Unclear Customer Value leads to Failure

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Dr. Eric Reidenbach is the Director of the Six Sigma Marketing Institute the leading organizations and authority of Six Sigma Marketing. The Six Sigma Marketing Institute is dedicated to the advancement and deployment of Six Sigma Marketing.  A new program has just been released 5Cs of Driving Market Share by Six Sigma Marketing Institute and can be found at http://DrivingMarketShare.com. The Five Cs of Driving Market Share serves as the template for organizations needing to change from a customer satisfaction focus to a customer value focus. It has been deployed in a number of Fortune 100 and Fortune 500 companies and has produced positive market share growth (Disclaimer: I worked with Dr. Reidenbach in developing this program).

Six Sigma Marketing is a fact-based, disciplined approach for growing market share in targeted product/markets by providing superior value. At the heart of SSM is a modified DMAIC process that provides the architecture for growing top line revenues and market share. Dr. Reidenbach has developed a number of unique approaches for measuring and managing value, the best leading indicator of market share growth.

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Let’s take a quick look at the Customer Value viewpoint of an accountant:

1. Customer needs and wants: If you can identify the CTQ’s, and determine what the most important CTQ is, you will know how much more important that CTQ is than the next CTQ.
2. Value placed on needs and wants: That enables you to know what impact that CTQ is going to have on your value proposition. That comes from the ability to measure things. Your decision making becomes a lot more focused because it is right in front of you. It is fact?based. It is data?driven.
3. Competitors Products: When you compare and measure yourself against the competition using value and CTQ’s, you will see the Value Gap that exist between your organization and your competition. This is an important function especially for monitoring your marketing. Increasing and decreasing value gaps may be the most efficient, effective and useful way of measuring marketing.
4. Marketplace Perceptions: This perception can only be measured through the value proposition and by the inclusion of real customers through the use of surveys, focus groups and sometimes just picking up the phone and calling a few.

In most successful companies the customer value activity is a premier importance. Determining the customer value proposition for specific product/markets needs to be continuous and understood throughout the organization. As Marketing and Six Sigma come together they have the innate ability to drive revenue growth through the company. Numbers and creativity are not contradictory. They can be highly consistent. If you can identify what the most important CTQ is, how much more important than anything else and then, how you address that CTQ and how you use that CTQ to leverage your value proposition, can then be a creative process.

Understanding and controlling these four key points can determine the overall success and profitability of a company. However, you must also understand that customer value is an input to your company and not an output. It is something that has to be measured, monitored and earned!

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Six Sigma Marketing Lessons from Eric Reidenbach

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I took the liberty of re-building the Toyota Lean house to what I believe is a great structure for today’s marketing. I am going to do a series of blog post on this structure but the three central themes of the structure is Mirror Marketing(Lean), Measurement(Six Sigma) and Target Marketing(Channel Management).

Without understanding these central themes thoroughly, the answer you receive from most people is that there is not one thing that works. Why do you think that answer is so prevalent? Study the Lean Marketing House and tell me what you think it is?

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The Business901 Lean Marketing Assessment is used to determine a company’s current position relative to the recognized practices of a Lean Enterprise.  The participants complete the assessment during the process and active participation is encouraged to reinforce the evaluation of each indicator. The final element is a review and explanation of the scatter diagram that is created. This will allow participants to see the areas of greatest concerns and strengths. Is a Lean Marketing assessment different than another "Marketing assessment"? I invite you to my webinar to find out?

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The Business901 Lean Marketing Assessment is used to determine a company’s current position relative to the recognized practices of a Lean Enterprise. It begins with an outline of the Key Performance indicators and the scoring system that is used in the evaluation of each. The participants complete the assessment during the process and active participation is encouraged to reinforce the evaluation of each indicator. The final element is a review and explanation of the scatter diagram that is created. This will allow participants to see the areas of greatest concerns and strengths.

Exploring the data to identify a cause and effect relationship between variables is an important part of the webinar and in building a Lean marketing process. Knowing your current state is one of the most powerful tools but is the least understood. Establishing a baseline and understanding your root marketing issues will result in a true reality check, without wishful thinking and superficial solutions creep into your marketing process.

An assessment will make it easier to create standards and once the standard is in place, it will then allow companies to continuously look for better ways to do the work because to be truly of lean fashion, it must be realized the work is never done, it is continuously improving. Without understanding this step in the process, people become confused with what planning and standards are meant to be. Standards are not control mechanisms. Having a process does not stunt creativity. A true standard is actually the direct opposite as it allows time to focus on the creative aspect as it is part of the plan. Standards and plans are dynamic. They let you know where the problem is quicker, where to begin a search for solutions, and prevent you from making the same mistake twice. Continuous improvement cannot happen without a standard. Continuous improvement in any part of the organization is the only true advantage that you have as a company.

Is a Lean Marketing assessment different than another "Marketing assessment"? I invite you to my webinar to find out?

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My first question would be, “Is your marketing team disciplined enough?” How do you find out, start with this conversation:

• Is there a better way to market our operation?
• Is there a more efficient way to advertise, promote, and refer our products or services?
• Is there a way to provide our customer only the information they want and when they want it?
• Is our marketing educating our customer?
• Is our customer included in our marketing decisions?
• Are you doing a win/loss analysis?
• Do we have a firm handle on our buyer persona?
• Are we wasting our customer’s time?

On another note(shameless self promotion): You can judge your marketing better by conducting a Lean Marketing Assessment this Wednesday.

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I did a Lean Marketing Webinar on 5S and broke it down into an overview and 5 segments. Each segment will be posted during the next 5 days. The segments are, you guessed it: Sort, Straighten, Shine, Standardize, Sustain.

If you want to review the entire series go to MarketingwithLean.com

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I did a Lean Marketing Webinar on 5S and broke it down into an overview and 5 segments. Each segment will be posted during the next 5 days. The segments are, you guessed it: Sort, Straighten, Shine, Standardize, Sustain.

If you want to review the entire series go to MarketingwithLean.com

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I did a Lean Marketing Webinar on 5S and broke it down into an overview and 5 segments. Each segment will be posted during the next 5 days. The segments are, you guessed it: Sort, Straighten, Shine, Standardize, Sustain.

If you want to review the entire series go to MarketingwithLean.com

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